My favorite is a small Mom and Pop shop called Little America on Main Street. The owner, Parminder Singh, his lovely wife, Pinky, and their assistant Carmel are very low-key, low pressure - not like the fancy shops. If you're looking at the harbor, it's on the very "left" end of Main Street. (21 Main Street)
There is a Little America at Havensight Mall, but I mean the one on Main Street. I found them quite by accident about 10 years ago and have bought all my jewelry there since and also sent many other people who have been very pleased with the prices and service. I was exhausted from being high pressured by so many jewelers and walked in - Parminder said, "sit down, relax", got me a Diet Coke, went about his business and didn't bother me. I found the exact ring I was looking for at a much better price than the other shops. So, 10 years later, we are good friends and I visit them every chance I get.
If you go, tell them Carol from Michigan sent you and you'll get an even better deal! You won't be disappointed!
On my first visit, the ring I bought was $500.-$600. in many other shops and I got it for $475.00. I would guess 10-15% savings - they don't have a fancy shop or fancy overhead. I'm a "gold" person and not much into gems but friends have bought a lot of tanzanite, diamonds and emeralds there and they all seem to think approximately 15% less than the going rates.
There is a great place off one of side street called: J.C. Jewelers.
22 Main st.
St. Thomas, USVI 00802
Ask for Jay or Pam
Very nice jewlers that are friends of ours and they give up to 70% off al jewlery